For the first time, a studio will promote its newest film in a social networking game when "Megamind" comes to the insanely popular "Farmville".
Virtual farmers in the game will be able to visit Megamind’s “Mega-Farm” to receive two exclusive in-game items. The promotion is scheduled to last 24 hours.
While ad ties-ins with social games are rare, they’re not unheard of (McDonalds also had a recent "Farmville" promotion) and they do make sense on a sheer numbers scale. In September, the game had an eye-popping 62 million active users and over 24.6 million Facebook application fans. It’s also available in all iDevices as well as MSN Games.
That audience checks in regularly, too – and many are obsessive about their farms. That’s a dream audience for marketers. Dreamworks is hoping the loyalty to the game will transfer to the film to help it post big opening weekend numbers.